easyfundraising, The Specialist Works & Who Gives A Crap: Raising on a Roll

The Challenge

In October 2025, easyfundraising partnered with Who Gives A Crap to deliver a UK-targeted campaign that achieved measurable commercial growth while creating positive social impact for young fundraisers. The goal was to reach a new cohort of "challengers," young people raising funds for overseas expeditions or volunteering programmes, during the critical early window when momentum matters most.

The Strategy

The mechanic was intentionally inclusive: any new or existing challenger who shopped with Who Gives A Crap during the campaign window was entered into a draw to win one of ten £500 donations toward their fundraising goal. This aligned with the retailer's ethical proposition and removed barriers to participation.

Execution and Innovation

The campaign provided a scalable and repeatable blueprint, with the ability to reach around 10,000 young challengers through challenge partners. The approach successfully combined commercial performance with meaningful social good.

Results

170 new customer sales against a target of 100, with sales up 247% month-on-month. New customers reached 70% of total sales. 777 challengers were recruited against a target of 500, accelerating fundraising progress and supporting wellbeing across a range of causes.

Judge's Verdict

"A high-performing campaign that delivered impressive results while making a genuine positive impact across a wide range of causes."

"A highly scalable and repeatable blueprint."